Marketing Strategy and Collateral for Insurance Company

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A marketing strategy based on personalized one-to-one relationships was the promise behind the brand. The collateral program was based on putting a human face on the impersonal process of buying corporate insurance.

(Top Image BEFORE) This is the website and logo that the clients designed themselves. Every person at this large, national insurance brokerage prepared their own sales materials any way they wanted to—there was no consistency. This process could not compete with the well-designed marketing programs of their competitors and made the company look amateurish. The blue website below was made by the clients using a template at a hosting service.

“After” The New Marketing Program

My approach to this collateral program and branding platform was to develop a brand signature based on emphasizing several key words throughout all materials (expertise, stability, trust, and dedication). The promise behind the brand was to deal with one single person for the life of the account. Each person profiled had been at the company more than 10 years and was a partner. The brand is built on one-to-one relationships. Full-length casual photos were taken of each partner and I wrote a very warm note to be included with every sales packet emphasizing personalized attention.

(Below Left) Custom die-cut binder tabs used in proposals and presentations to potential clients reinforce the four marketing keywords. The back side of the tabs is the same image.

(Top Right) New logo stresses the name of the company confined to a compact shape that fits perfectly to the human eyes. Two versions of the logo exist for both right and left sides of materials.

(Lower Right) A personal letter was written and designed to introduce each member of the account care team to clients.

(ABOVE) Custom die-cut binder tabs reinforce the four marketing keywords. (Right Top) New logo. (Right Bottom) Personal letter written and designed to introduce each member of the sales team.

(ABOVE) The new web site puts a friendly human face on the company and personalizes the process of buying corporate insurance. Four corporate colors represent the four divisions of the company. Orange is the primary corporate color.

(ABOVE) Sales sheets were designed for each of four divisions, each reinforcing the four keywords. One of the four new corporate colors was assigned to each division of the company.

(ABOVE) All collateral materials were put in a custom die-cut folder printed on softly textured, grey flecked paper. Custom folder holds all collateral materials in a fold-up flap and a business card in slots.

(ABOVE) Front Side of Custom Folder

(ABOVE) Front and Back of Sales Sheet for Risk Management

(ABOVE) Front and Back of Sales Sheet for Corporate Benefits and Health Insurance

(ABOVE) Wrote and designed four corporate PowerPoint presentations that include maps, charts, graphs, statistical data and diagrams. Uses the four new corporate identity colors assigned to each division with orange repeating through all presentations.